10 Google Analytics Features You Must Use to Measure eCommerce Business Performance

No matter if you are a small business owner or a digital marketer you should be definitely keeping track of your website visitors. Monitoring & evaluating your website visitor data is critical to the achievement of your business. Google Analytics is the most commonly used tool by Google for calculating website performance.

If you run an ecommerce website, here are 10 features of Google Analytics that will help you get the most out of your visitor data and utilize it to optimize your site’s conversions and user flow.

  • Setup Goal Conversions / Ecommerce Tracking:

Setup a goal and evaluate how effective is your strategy based on specific goals. You can setup a goal through the admin tab by using your destination page like fill a form, place an order, request a quote, download link or any other specific page of your service/products. You can check your funnel visualization report here:

Conversions > Goals > Funnel Visualization



(Image Credits: morevisibility.com)

  • Audience Location

This analysis will help you target your marketing more effectively. Here you can see a map showing a percentage of total visitors who come to your site from a specific country with much more detail. It will help save your staff’s time and money while allowing you to conform your marketing system in like manner. Check your audience report here:

Audience > Geo > Location

  • Traffic Channel and Sources

This metric allow you to check how are people reaching to your website, through direct, referral, social, organic searches etc. It can help an organization decide the qualities and shortcomings of a web based promoting effort. You can check your traffic source at:

Acquisition> All Traffic> Channel or Acquisition> All Traffic> Source/Medium.

Google Analytics provide many reports through Acquisition that help you understand how you are acquiring traffic and visitors to your site. Channel is a group of several traffic sources. If you want to expand this metric or want to check your traffic source medium you need to go through

All Traffic> Source/Medium

  • Enable Filters

By using filters, you can exclude the traffic that you don’t want to see in Google’s Analytics report. Maybe you want to exclude the visit of yourself, of company employees, of visitors from a specific country, city or IP addresses. You can set a filter through

Admin> Filters

  • Uncover your top content

Do you want to know which pages have the highest conversion rate and which keep your visitors longer on your website? This segment can help you distinguish which bits of substance keep guests on your site the longest and urge them to proceed onto more pages on your site. You can see this quickly by going to

Behavior> Site Content> all pages

Content google analytics all pages

(Image Credits: seohacker.com)

  • Connect your Search Console account

Search Console is another free SEO tool from Google which helps you see search queries, traffic, sitemap and robot information about your site, for example, this tool allows you to see the number of links to your site and their position in Google. Once you connect your Search Console with Google Analytics you can check out in more detail your top performing keywords and landing pages. To connect your Search Console with Analytics, go to the

Acquisition> Search Console> Landing Page> Click Set up Search Console data sharing

  • Visitor Flow Visualization

The visitor flow will monitor the path followed by the visitor to explore your site. If you click on that graph, it will expand with more detailed info. The behavior Flow reports in Analytics show the paths your visitor takes through your website pages to the Goals and Events you have set. Below is a screenshot. You can check this data under

Behavior> Behavior Flow


(Image Credits: coshedule.com)

  • Mobile traffic behavior

Since 2012, mobile searches are increasing day by day. Most people use the internet on their smartphones and tablets. With Google Analytics you can check the average pageviews, time on the website spent and conversion rates of visitors using mobile devices. You can check which mobile devices are most used to access your website. You can check this directly through

Audience> Mobile> Overview/Devices

  • Social media traffic

This metric distinguishes the top online networking referrals and can help you focus on your social channels. With this you can evaluate how well you are advancing your website by means of Twitter, Facebook, Google+, LinkedIn and other online networks. You can access this feature through

Acquisition> All Traffic> Channel> Social

  • Page bounce rates

Bounce rate is a metric that shows somebody that visits your page and shortly after exits the page. It shows how well individual pages are performing on the web and pinpoints for you the territories of your site that need to be altered.


These are only a couple of the main metrics for utilizing Google Analytics. You’ll find much more in depth information once you start using Google Analytics. Evaluate your short comes with reports and create your strategies accordingly. Within a short period of time you will see your site visitors convert into customers!



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